A former executive at the sports broadcaster ESPN is being lined up to take a powerful role in Formula One in a sign that the motor racing series' new owner plans to shake up its commercial oversight.

Sky News has learnt that Sean Bratches, who left ESPN at the end of last year, has been approached b‎y Chase Carey, F1's new chairman, about assuming responsibility for activities likely to encompass marketing, sponsorship and media rights alliances.

A source close to F1 confirmed that Mr Bratches was among the potential candidates for the role, but denied that a deal had already been struck with him.

Mark Waller, chief marketing officer of the NFL, the American football league, is also said to have been sounded out by Mr Carey about a senior role in F1.

Mr Bratches is regarded as a pioneer after a long stint at ESPN, the Walt Disney Company-backed network.

The talks between Mr Carey and senior sports executives underline the determination of Liberty Media Group, which is close to taking control of F1, to pave the way for a shake-up of its commercial management.

The sport has not previously had a dedicated marketing or sponsorship supremo, with most of F1's commercial partnerships negotiated by Bernie Ecclestone, its veteran chief executive.

Liberty Media's takeover of F1's parent company is due to close in the first quarter of next year, and took a significant step forward last week when it announced that it had se‎cured approval from a number of regulatory authorities for the deal.

The FIA, world motorsport's governing body, still needs to give its backing, as do Liberty Media's shareholders.

"We are excited that this impressive list of investors will participate in the acquisition of Formula 1," Greg Maffei, the New York-listed company's boss, said last week after announcing that a group of outside investors had agreed to participate in the deal.

"This group shares our enthusiasm for the sport and our belief in the opportunity to develop and grow it for the benefit of the fans, teams, sponsors and our shareholders.